scholarly journals Virtual Commerce (V-Commerce) in Second Life: The Roles of Physical Presence and Brand-Self Connection

2012 ◽  
Vol 2 (4) ◽  
Author(s):  
Seung-A Annie Jin ◽  
Justin Bolebruch

Second Life, in a form of advergaming (a portmanteau of “advertising” and “gaming”), is an innovative venue for marketing communication and brand management in virtual commerce (v-commerce). Virtual shopping malls in 3D environments provide interactive and immersive settings that complement strong offerings of electronic commerce. The ability to offer vivid and engrossing social interactions with spokes-avatars within three-dimensional (3D) environments is the key advantage of interactive marketing in Second Life. This study particularly focused on the “physical presence” dimension of interactive brand marketing in 3D virtual environments and its impact on brand-self connection and consumers’ evaluation of a spokes-avatar’s credibility. In the domain of brand marketing in 3D virtual environments, physical presence refers to the degree to which consumers feel as if virtual products and retail settings were real. Data analyses show that an increased level of physical presence positively influences consumers’ brand-self connection and evaluation of spokes-avatar credibility (expertise and trustworthiness) in 3D virtual environment-based brand marketing.

1970 ◽  
Vol 2 (4) ◽  
Author(s):  
Seung-A Annie Jin ◽  
Justin Bolebruch

Second Life, in a form of advergaming (a portmanteau of “advertising” and “gaming”), can be an innovative venue for marketing communication and brand management in virtual commerce (v-commerce). Virtual shopping malls in threedimensional (3D) environments provide interactive and immersive settings that complement strong offerings of electronic commerce. The ability to offer vivid and engrossing social interactions with spokes-avatars within 3D environments is the keyadvantage of interactive marketing in Second Life. This study particularly focused on the “physical presence” (i.e., the degree to which consumers feel as if virtual products and retail settings were real) dimension of interactive brand marketing in 3D virtual environments and its impact on brand-self connection and consumers’ evaluation of a spokes-avatar’s credibility. Data analyses show that an increased level of physical presence positively influences consumers’ brand-self connection and evaluation of spokes-avatar credibility (expertise and trustworthiness) in 3D virtual environment-based brand marketing.


2012 ◽  
pp. 1307-1322
Author(s):  
Trevor Barker

This chapter presents a summary of research undertaken at the University of Hertfordshire into the usability and affordances of three-dimensional (3D) virtual environments (VE) used in teaching and learning. Our earlier experimental work identified important variables related to individual differences and how these affected task completion, learning, and attitude to the environment. More recently the results of these laboratory-based empirical studies have been applied to teaching and learning in the Second Life virtual world. The results of two studies are presented with undergraduate Computer Science students. In the first study the affordances of the Second Life environment for project group working and teaching was evaluated. In the second study small groups of learners developed real world games and modified these for play in Second Life. Based on experiences from these studies, a set of recommendations related to the use of 3D virtual environments in teaching and learning is presented.


Author(s):  
Trevor Barker

This chapter presents a summary of research undertaken at the University of Hertfordshire into the usability and affordances of three-dimensional (3D) virtual environments (VE) used in teaching and learning. Our earlier experimental work identified important variables related to individual differences and how these affected task completion, learning, and attitude to the environment. More recently the results of these laboratory-based empirical studies have been applied to teaching and learning in the Second Life virtual world. The results of two studies are presented with undergraduate Computer Science students. In the first study the affordances of the Second Life environment for project group working and teaching was evaluated. In the second study small groups of learners developed real world games and modified these for play in Second Life. Based on experiences from these studies, a set of recommendations related to the use of 3D virtual environments in teaching and learning is presented.


2019 ◽  
pp. 172-192
Author(s):  
Reza Ghanbarzadeh ◽  
Amir Hossein Ghapanchi

Three Dimensional Virtual Worlds (3DVW) have been substantially adopted in educational and pedagogical fields worldwide. The current study conducted a systematic literature review of the published research relevant to the application of 3DVWs in higher education. A literature search was performed in eight high-ranking databases, and following scrutiny according to inclusion criteria, 164 papers were selected for review. The systematic literature review process was summarized, reviews undertaken by the authors, and results about the applicability of 3DVWs in higher education were extracted. A wide variety of application areas for the 3DVWs in higher education were found, and were classified into five main categories. Various 3DVW platforms and virtual environments used for educational goals were also identified. The results revealed Second Life as the most popular 3DVW platform in higher education. This study also found that by using 3DVW technology a wide range of virtual environments and virtual tools have been designed and applied in teaching and learning for higher education.


2008 ◽  
pp. 530-554
Author(s):  
Christos Bouras ◽  
Eleftheria Giannaka ◽  
Maria Nani ◽  
Alexandros Panagopoulos ◽  
Thrasyvoulos Tsiatosos

In this chapter, we present the design and implementation of an integrated platform for Educational Virtual Environments. This platform aims to support an educational community, synchronous online courses in multi-user three-dimensional (3D) environments, and the creation and access of asynchronous courses through a learning content management system. In order to offer synchronous courses, we have implementeda system called EVE-II, which supports stable event sharing for multi-user 3D places, easy creation of multi-user 3D places, H.323-based voice- over IP services fully integrated in a 3D space, as well as many concurrent 3D multi-user spaces.


2020 ◽  
Vol 17 (2) ◽  
pp. 485-512
Author(s):  
Sevda Ceylan Dadakoğlu ◽  
Şeniz Aksoy

Depending on the rapid development of technology, many environments, tools and methods are being developed in the field of education and training. These innovations include education in virtual worlds and three-dimensional education technologies that we have encountered frequently in recent years. With the improvement of three-dimensional education technologies, it is known that learning is used in "3D virtual worlds". Accordingly, it is mentioned that virtual environments are used in all levels of education, learning and teaching process.In this study, the virtual world of Second Life, which is a three-dimensional online life simulation and can be defined as an alternative teaching environment, was examined. The aim of this article; Introducing Second Life, a virtual environment that can be used in art and design education, to provide a theoretical perspective, to contribute to researchers and teachers who want to use 3D virtual worlds for educational purposes and to create a theoretical basis for the researches in this environment.Therefore, first of all, 3D virtual worlds are examined from a general perspective. Then, the Second Life application from 3D virtual environments was examined in detail and its general characteristics were defined.In addition, the use of Second Life in education, construction and content creation within the application, art and design making and art education were discussed. For this reason, examples of the artists using the Second Life application were given and some of the educational practices related to how Second Life was used in art and design education were included. In the conclusion part, with the development of technology and the use of virtual worlds in education, the gains that can be achieved in art classes were also included. In this context, the importance of the use of technology, various computer applications (VR, augmented reality applications, etc.) and 3D virtual worlds was mentioned in terms of today's art education gains. It was also stated that the ways of incorporating technology into art education should be questioned. ​Extended English summary is in the end of Full Text PDF (TURKISH) file.   Özet Teknolojinin hızla ilerlemesine bağlı olarak eğitim ve öğretim alanında birçok ortam, araç ve yöntem geliştirilmektedir. Bu yeniliklerin içerisinde son yıllarda sıkça karşılaştığımız sanal dünyalarda eğitim ve üç boyutlu eğitim teknolojileri de yer almaktadır. Üç boyutlu eğitim teknolojilerinin iyileştirilmesiyle beraber “3B sanal dünyalarda öğrenme”nin ön plana çıktığı bilinmektedir. Buna bağlı olarak eğitimin tüm kademelerinde, öğrenme ve öğretme sürecinde sanal ortamların işe koşulduğundan söz edilmektedir. Bu araştırmada üç boyutlu, çevrimiçi bir yaşam simülasyonu olan ve alternatif bir öğretim ortamı olarak tanımlanabilen Second Life sanal dünyası incelenmiştir. Bu makalenin amacı; sanat ve tasarım eğitiminde kullanılabilecek sanal ortamlardan Second Life’ı tanıtmak, bu konuda teorik bir perspektif kazandırmak, 3B sanal dünyaları eğitim amaçlı kullanmak isteyen araştırmacı ve öğretmenlere katkı sağlamak ve bu ortamda yapılacak araştırmalar için kuramsal zemin oluşturmaktır. Bu nedenle öncelikle 3B sanal dünyalara genel bir çerçeveden bakılmıştır. Ardından 3B sanal ortamlardan Second Life uygulaması detaylı bir biçimde incelenerek genel özellikleri tanımlanmıştır. Second Life uygulamasının eğitimde kullanılması, uygulama dâhilinde inşa ve içerik oluşturma, sanat ve tasarım yapma ve sanat eğitimi konusu tartışılmıştır. Daha sonra Second Life uygulamasını kullanan sanatçılara örnekler verilmiş ve Second Life’ın sanat ve tasarım eğitiminde nasıl kullanıldığına ilişkin eğitim uygulamalarından bazılarına yer verilmiştir. Sonuç kısmında teknolojinin gelişmesi ve sanal dünyaların eğitimde kullanımıyla beraber sanat derslerinde elde edilebilecek kazanımlar yer almıştır. Buna bağlı olarak teknolojinin, çeşitli bilgisayar uygulamalarının (VR, artırılmış gerçeklik uygulamaları, vb.) 3B sanal dünyaların eğitimde kullanılmasının günümüz sanat eğitimi kazanımları açısından önemine değinilmiştir. Ayrıca sanat eğitimine teknolojinin dâhil edilme biçimlerinin sorgulanması gerektiği ifade edilmiştir.


Author(s):  
Reza Ghanbarzadeh ◽  
Amir Hossein Ghapanchi

Three Dimensional Virtual Worlds (3DVW) have been substantially adopted in educational and pedagogical fields worldwide. The current study conducted a systematic literature review of the published research relevant to the application of 3DVWs in higher education. A literature search was performed in eight high-ranking databases, and following scrutiny according to inclusion criteria, 164 papers were selected for review. The systematic literature review process was summarized, reviews undertaken by the authors, and results about the applicability of 3DVWs in higher education were extracted. A wide variety of application areas for the 3DVWs in higher education were found, and were classified into five main categories. Various 3DVW platforms and virtual environments used for educational goals were also identified. The results revealed Second Life as the most popular 3DVW platform in higher education. This study also found that by using 3DVW technology a wide range of virtual environments and virtual tools have been designed and applied in teaching and learning for higher education.


Author(s):  
Christos Bouras ◽  
Eleftheria Giannaka ◽  
Maria Nani ◽  
Alexandros Panagopoulos

In this chapter, we present the design and implementation of an integrated platform for Educational Virtual Environments. This platform aims to support an educational community, synchronous online courses in multi-user three-dimensional (3D) environments, and the creation and access of asynchronous courses through a learning content management system. In order to offer synchronous courses, we have implementeda system called EVE-II, which supports stable event sharing for multi-user 3D places, easy creation of multi-user 3D places, H.323-based voice- over IP services fully integrated in a 3D space, as well as many concurrent 3D multi-user spaces.


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